PHAM TRAN TRONG KHOI
ENHANCING THE MARKETING POLICY AT
THE BANK FOR INVESTMENT AND
DEVELOPMENT OF VIETNAM – HANOI
BRANCH
Field: Financial Management
Code: 8340202
Hanoi, 2025
PHAM TRAN TRONG KHOI
ENHANCING THE MARKETING POLICY AT
THE BANK FOR INVESTMENT AND
DEVELOPMENT OF VIETNAM – HANOI
BRANCH
Field: Financial Management
Code: 8340202
Supervisors: Assoc.Prof.Dr. Nguyen Anh Tuan
Hanoi, 2025
i
DECLARATION OF AUTHORSHIP
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I hereby certify that this thesis represents original work undertaken by myself
under the guidance and supervision of Assoc.Prof.Dr. Nguyen Anh Tuan. The research
processes, findings, and conclusions detailed in this document are authentic and have
been conducted in strict adherence to ethical principles of academic research. All data
and figures presented for the purpose of analysis and evaluation have been compiled and
processed through my own efforts from various sources, with all references duly
acknowledged. Furthermore, any contributions, including but not limited to, ideas, data,
or textual excerpts, from other authors or institutions have been explicitly cited and
credited in the reference section of this work.
I will take full responsibility for any fraud detected in my thesis.
Hanoi, date month year 202….
Author
(Signature and full name)
Pham Tran Trong Khoi
ii
ACKNOWLEDGEMENTS
I would like to express my deepest gratitude and sincere appreciation to my thesis
supervisor, Assoc.Prof.Dr. Nguyen Anh Tuan, for his invaluable guidance, unwavering
support, and profound expertise throughout the entire process of this research. His
insightful critiques, scholarly encouragement, and patience were instrumental in shaping
the direction and enhancing the intellectual rigor of this thesis. I am also profoundly
thankful to the faculty and staff of the University for providing a conducive environment
for learning and research, as well as for the valuable knowledge imparted during my
coursework. Furthermore, I extend my thanks to my colleagues and peers for their
stimulating discussions and camaraderie.
Finally, I wish Assoc.Prof.Dr. Nguyen Anh Tuan continued health, happiness, and
success in hí professional career. I also extend mmy best wishes to the International
School, Vietnam National University, Hanoi for on going growth and achievement in
nurturning future generations of schoolars and professionals.
Hanoi, date month year 202….
Author
(Signature and full name)
Pham Tran Trong Khoi
iii
CONTENTS
DECLARATION OF AUTHORSHIP ............................................................................. i
ACKNOWLEDGEMENTS ............................................................................................ ii
CONTENTS .................................................................................................................. iii
LIST OF TABLE ............................................................................................................ vi
SUMMARY................................................................................................................... vii
THÔNG TIN VỀ ĐỀ ÁN TỐT NGHIỆP THẠC SĨ ..... Error! Bookmark not defined.
INFORMATION ON MASTER’ THESIS ................... Error! Bookmark not defined.
INTRODUCTION ........................................................................................................... 1
1. THE URGENCY OF THE PROJECT ..................................................................... 1
2. RESEARCH OBJECTIVES AND RESEARCH TASKS ....................................... 2
2.1. Research objectives: ............................................................................... 2
2.2. Research objectives: ............................................................................... 2
3. OBJECTS AND SCOPE OF THE STUDY ............................................................ 3
3.1. Research object: the thesis has the research object of the bank's
marketing policy. ........................................................................................... 3
3.2. Scope of research: .................................................................................. 3
4. RESEARCH METHODOLOGY ............................................................................. 3
4.1. Research Approach and Design ............................................................. 3
4.2. Data collection methods ......................................................................... 3
5. THEME STRUCTURE ............................................................................................ 4
CHAPTER 1: THEORETICAL BASIS OF BANK MARKETING .............................. 5
1.1. MARKETING AND MARKETING SERVICES ............................................. 5
1.1.1. The concept of marketing ............................................................................ 5
1.1.1.1. Concept of Marketing ........................................................................ 5
1.1.1.2. Concept of Service Marketing ........................................................... 5
1.1.1.3. The role of marketing in the business activities of enterprises.......... 8
1.1.2. Bank marketing and banking marketing policies ...................................... 10
1.1.2.1. Concept of Banking Marketing........................................................ 10
1.1.2.2. Characteristics and roles of banking marketing policies ................. 10
1.1.2.3. Banking Marketing Policy ............................................................... 12
1.2. BASIC CONTENTS OF THE BANK'S MARKETING POLICY ................. 15
